Cesco
'100 TO THE FUTURE' Campaign
Cesco
'100 TO THE FUTURE' Campaign
We produced the FOOH content for Cesco's 2023 campaign, "100 to the future".
Client: Astrape
Project Date: 2023.12
We produced the FOOH content for Cesco's 2023 campaign, "100 to the future".
Client: Astrape
Project Date: 2023.12
Background
Background
Cesco's year-end campaign, "100 to the Future," is a campaign where 100 KRW is accumulated as an environmental donation for every product purchased. To deliver the key message of the campaign, a new coin symbolizing 100 KRW was designed and utilized to fit Cesco MyLab.
To activate the campaign, we needed video content that could capture people's attention.
Cesco's year-end campaign, "100 to the Future," is a campaign where 100 KRW is accumulated as an environmental donation for every product purchased. To deliver the key message of the campaign, a new coin symbolizing 100 KRW was designed and utilized to fit Cesco MyLab.
To activate the campaign, we needed video content that could capture people's attention.
Creative Direction
Creative Direction
To create a clean yet impactful presentation without being too over-the-top, we attempted to design the narrative around the simple direction of a rolling coin. In the beginning of the video, we delivered a strong initial impact with a scene of a giant coin rolling through the middle of the city. Following that, we structured a story where the coin fits perfectly into a large billboard, turning on the screen to play the campaign video. By keeping the coin object as the main focus through dynamic yet intuitive visual expression, we emphasized the identity of the campaign. Beyond just the rolling coin, the auditory details—such as the sound of the coin rolling and the billboard audio—were also crucial. To further enhance the sense of realism, we naturally incorporated appropriate camera handshake and the role of observing onlookers into the video, which resulted in a successful execution as a piece of FOOH (Fake Out of Home) content.
To create a clean yet impactful presentation without being too over-the-top, we attempted to design the narrative around the simple direction of a rolling coin. In the beginning of the video, we delivered a strong initial impact with a scene of a giant coin rolling through the middle of the city. Following that, we structured a story where the coin fits perfectly into a large billboard, turning on the screen to play the campaign video. By keeping the coin object as the main focus through dynamic yet intuitive visual expression, we emphasized the identity of the campaign. Beyond just the rolling coin, the auditory details—such as the sound of the coin rolling and the billboard audio—were also crucial. To further enhance the sense of realism, we naturally incorporated appropriate camera handshake and the role of observing onlookers into the video, which resulted in a successful execution as a piece of FOOH (Fake Out of Home) content.
